I agree, I've not been to a theme Park this year at all, I simply can't afford to take the whole family and justify the huge expense even with just 4 of us. I guess my family is the type you see on the news. We are average waged, mortgage, 2 kids etc. We are the Theme Parks ideal customers and have been priced out, not just of Alton but everywhere. £22 is a fair price! Just not affordable right now. Which is why I think Customer Service is the key, because when I finally decide to spend that £150 - £200 on a single day out, with all the prices the same I will be looking at where I will feel like I have got the best overall day out and this is where Alton (and Merlin) are seriously lacking right now. Anyway, We are fine going to the beach and the park right now.